I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
A fundamental marketing strategy is “owning” a phrase or a word in the mind of your potential customers. Done well, this form of marketing can mean ongoing sales of your product or service for many years and makes it difficult for other companies to compete.
More than 11,000 fans gathered in Boston for the annual HubSpot INBOUND conference in early September with another 100,000 participating virtually. I love that my friends at HubSpot have created a true Fanocracy, a community of like-minded people who are eager to travel from...
With the popularity of social networks like Facebook, LinkedIn, Instagram, and TikTok as well as the rapid rise of chatbots accessing Generative AI Models, the once humble blog has rising in importance (once again) as a marketing strategy.
AI-powered search is radically changing the way people use information on the Web, fundamentally disrupting how brands get found and rendering many Search Engine Marketing strategies obsolete. A list of blue links doesn’t apply with chatbot queries, so to get found you need ...
As you create web content for marketing purposes, a great strategy is to think like your buyer personas and generate written content, videos, images, and audio especially for them. As you do so, keep in mind that a variety of people with a wide range of abilities use the Web...
Sometimes, the best way to build fans is to deliver your product with thoughtful packaging and a few bonus items. This past weekend, I received a pre-ordered t-shirt from Tour Bus with packaging so remarkable that I’m compelled to share with you now.
For decades, marketers have been the experts. We marketing people use our experience and creativity to make decisions. This reality isn’t going away! In fact, I think the new world of AI makes our work even more important, because we must always recognize the limitations of ...
Are you constantly telling people that you’re like another brand but somehow superior? Positioning in this way doesn’t work well, and often leads to a race to the bottom. It’s much better to carve out your own positioning rather than draft off somebody else’s.
Marketing and Sales Strategist, entrepreneur, advisor to emerging companies, and bestselling author of 10 books including "The New Rules of Marketing & PR".
